A content analysis of CPA advertising in national print media from 1979 to 1984 |
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Authors: | Robert E Hite Norman O Schultz Judith A Weaver |
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Institution: | (1) Kansas State University, Kansas, USA;(2) Colorado State University, Colorado, USA |
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Abstract: | Certified Public Accountants were not allowed to advertise from 1922 to 1977. Even though the AICPA Code was changed in 1978,
there has been continued discussion and disagreement among practitioners about whether accountants should advertise. A content
analysis of 38 publications (over a six year period) from industry/trade, accounting, and general business was performed in
order to determine where advertisments appeared, timing, frequency and to whom CPAs were advertising as well as the message
content, components, and objectives of the advertisements. Of 812 advertisements, 71% were from Big Eight firms. The advertisements
promoting services not requiring CPA certification and were found mostly in industry/trade publications. The number of advertisements
increased through the years except for 1982. Advertising by CPA firms still appears to be conservative in numbers; however,
the trend indicates that such advertising will increase in the future. |
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